Welcome to the third episode of The Qual Point of View, a limited podcast series featuring expert voices from the field using qualitative insights for real-time decision-making.

In this episode, Ooloi Labs co-founder Yashna Jhamb sits down with Sharmila Das, Chairwoman & Founder Director at Purple Audacity Research & Innovation, to explore a fundamental shift happening in qualitative research: the move from traditional, method-led to method-neutral, insight-driven practice.

In this conversation, we explore:

• The case for moving beyond method-driven research

• Practical examples from the ground to reflect research designed around the question, not the technique

• The growing importance of agility in generating actionable insights

• Adapting research to keep pace with an increasingly AI-driven world

Sharmila Das draws on decades of experience across commercial brands, NGOs, and policy organizations to illustrate how qualitative data shapes decisions, drives innovation, and deepens understanding.

The episode invites listeners to think about where qualitative data stands today, and how letting go of rigid methodological frameworks opens up new ways to understand complexity and drive decisions.